3 Data- Driven Marke.ng Strategies to Deploy For the Holidays
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1 3 Data- Driven Marke.ng Strategies to Deploy For the Holidays
2 It s Not Too Late to Impact Holiday Sales DATA- DRIVEN MARKETING Can be deployed quickly To drive online and in- store sales With greater efficiency 2
3 Fragmented Data = Missed Opportunity SILOS OF CUSTOMER DATA INEFFICIENT MARKETING? WRONG MESSAGE WRONG CHANNEL WRONG TIME 3
4 Connect Your Data Across Marke.ng Applica.ons MOBILE SITE PERSONALIIZATION ATTRIBUTION DATA MANAGEMENT VIDEO SEARCH MARKETING APPLICATIONS MEDIA ONBOARDING SERVICE ANONYMIZATION & MATCHING Customer Records PII Removed Online Devices DATA SOURCES CRM DATA TRANSACTION DATA 3RD PARTY DATA 4
5 3 Data- Driven Marke.ng Strategies MEASUREMENT PERSONALIZATION TARGETING A"ribu'on Analysis Mix Op'miza'on Site Analy'cs Website Personaliza'on Dynamic Crea've CRM Retarge'ng Ad Suppression Look- Alike Modeling 5
6 Today s Presenters Natasha Moonka Product Marketing Manager Adometry by Google Rob Falcone Brandon Bethea Justin Schuster Dir. of Solutions Engineering Monetate President Adaptive Audience VP of Marketing LiveRamp 6
7 Attribution: Building Value Across the Customer Journey Natasha Moonka, Product Manager, Adometry Google Inc All rights reserved.
8 understanding the true connection between marketing and results Google Inc All rights reserved.
9 But the retail consumer path is complex! TV Social Radio Mobile Search Coupon In-Store Display TV Search PLA Online Google Inc All rights reserved.
10 How do you measure impact? Display Search Radio Coupon In-Store TV TV Social Mobile Search PLA Online? +? +? +? +? = $100 Google Inc All rights reserved.
11 Marketing and Results Data Attribution & optimization Ecosystem integration Offline Exogenous Top Down Marketing Mix Modelling Simulation and recommendations Data exports Online Audience Bottom Up Results CRM Data-driven Attribution Simulation and recommendations Marketing platforms Google Inc All rights reserved.
12 Understanding the impact of digital media on offline conversions Capture Transactions Send Transaction File Ongoing Cookie Sync Match Offline to Online Attribution Processing Google Inc All rights reserved.
13 Display impact on in-store transactions for Big Box Retailer Case Study INSIGHT Digital drives $24 MM of POS transactions Look-alike targeting to improve performance RESULTS 27% Increase in display spend to drive in-store sales Google Inc All rights reserved.
14 Rob Falcone Director of Solutions Engineering monetate.com/author/rfalcone
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16 The Multi-Session Sale Ingredients: - Category specific promo and badging assets - Category specific navigation elements - Curated product reccos - Prior session(s) behavioral data Recipe: - Determine top categories (volume? margin?) - Set Rules (Who - What - Why) - Sync multiple tactics based on prior visit behavior
17 Rewards Members / VIPs Ingredients: - VIP member info (tier, status, points) - Member specific messaging / promotion Recipe: - Set Rules (Who - What - Why) - Capitalize on existing member relationship through personalized message or promo, delivered only to members / specific tiers
18 Dynamic Shipping Threshold Ingredients: - Semi-branded blank creative Recipe: - Craft dynamic threshold messaging - Deploy sitewide to maximize impact
19 Dynamic Store Location s Ingredients: - Semi-branded blank creative - Store locations file Recipe: - Craft dynamic store description - Personalize based on pre-transaction onsite behavior (product / category view)
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21 National Retail Online-to-Offline Activate A Customer-Focused Digital Program To Drive Offline Sales Reporting UI Media Mix Attribution Ecom & Store Sales Store Sales Database CRM Onboarding DMP Segmentation Offline Sales Match Usability & Testing Creative & UX Performance Media GOALS: Increase Conversion Rate Decrease CPA Increase ROAS CRM Segments Website Segments Prospect Modeling Social Search Mobile Display
22 Activate Audiences Improve Accuracy To Increase In-Store Conversion Rate 1 Customer Segmentation 2 Visitor Segmentation & Onboarding & Retargeting 3 Prospect Segmentation & Modeling Customer Persona #1 Brand.com Visitors Lookalikes Products Promotions New Customers Core Customers High Value Customers Editorial Readers Product Browsers Promotional Shoppers Persona Profiles Lookalike Models Custom Audiences 300% Higher In-Store Conversion Rate Over Display Targeting Average 40% Higher In-Store Conversion Rate Over Generic Retargeting Average 80% Higher In-Store Conversion Rate Over Predictive Targeting
23 Optimize Media Improve Efficiency To Reduce The Cost Per Acquisition 1 Programmatic Display with Premium Features 2 Search Remarketing with Customer Segments 3 Dynamic Creative Optimization (Ads & Web) Brand.com Visitors $0.00 Lookalikes Lookalikes AD Programmatic Platforms Private Marketplaces Viewability & Brand Safety CRM Onboarding Google RLSA A / B Testing Dynamic Creative Ad Units Website Personalization A / B Testing 30% Lower 20% Lower 80% Lower Cost Per Acquisition Cost Per Acquisition Cost Per Acquisition Over Total Average Over Control Over Control
24 Maximize Insights Improve Efficacy To Increase Return On Ad Spend 1 Audience Insights Based 2 Media Insights Based on Segment & Store on Segment & Channel Mix 3 Creative Insights Based on Segment & UX Omnichannel Segment Index Customer, Visitor & Prospect Store Locations Channel Lift & Funnel Stage Exclusivity & Frequency Keywords / Placements Usability Research Ad Testing per Segment UX Testing per Segment Action: Refined Personas & In-Flight Optimization Plan Action: Optimized buying rules and digital budget allocations Action: Redesigned ads and website experience
25 Program Results Consistent Improvement Quarter Over Quarter Activate Audiences For Accuracy Optimize Media For Efficiency Maximize Insights For Efficacy KPIs Conversion Rate Cost Per Acquisition Return On Ad Spend Quarterly Impact 40% Lift 35% Decrease 30% Lift
26 Recommendations Tips For Your Online-To-Offline Attribution Program Adoption of Attribution Program: Align attribution data w/ internal sales reports ASAP (MMO, contribution, etc) Audience Segmentation: Pick one primary data source for all index reports (CRM, media, attribution) Media Metrics (CPC vs CPA): Focus on CPA - don t shift your budgets inflight based on CPC Media Buying Rules: Exclusivity and Frequency are easy ways to save 25% or more of your budget Creative Messaging & UX: Analyze which groups don t perform and why (discover hidden micro-segments) Data Reporting: Build custom dashboards to simplify your marketing narrative
27 Ques.ons? Natasha Moonka Product Marketing Manager Adometry by Google Rob Falcone Brandon Bethea Justin Schuster Dir. of Solutions Engineering Monetate President Adaptive Audience VP of Marketing LiveRamp 27
actionable big data. maximum roi. HOW TO DRIVE OFFLINE RETAIL SALES USING ONLINE MARKETING Building a bridge to overcome the online to offline gap
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